Hedna keynote today and tomorrow optimized
ā¢
0 likesā¢1,185 views
Keynote address from December 2012 HEDNA examines key digital marketing and travel distribution trends for 2013. Core focus on e-commerce, content marketing, travel and tourism, and travel marketing.
Recommended
Recommended
More Related Content
Viewers also liked
Similar to Hedna keynote today and tomorrow optimized
Similar to Hedna keynote today and tomorrow optimized (20)
More from Tim Peter
More from Tim Peter (20)
Recently uploaded
Recently uploaded (20)
Hedna keynote today and tomorrow optimized
- 1. Today and Tomorrow Marketing and Distribution in the Here and Now
- 2. 2 How far away is tomorrow?
- 3. 3
- 4. 4 āThe future is already here... itās just not evenly distributed.ā
- 5. Cost of Computing 5 Processor 2 GHz dual core Memory 2 GB Storage 120 GB Screen resolution 1024x768 Movies Yes Wiļ¬ 802.11 a/b/g Bluetooth Optional (Extra cost) Camera Optional (Extra cost)
- 6. Cost of Computing 6 Processor 2 GHz dual core Memory 2 GB Storage 120 GB Screen resolution 1024x768 Movies Yes Wiļ¬ 802.11 a/b/g Bluetooth Optional (Extra cost) Camera Optional (Extra cost) Weight 8.9 pounds Battery life 2.5 hours Cost $1,100 ($3,000 with options)
- 7. Cost of Computing 7 Processor 2 GHz dual core 1.5 GHz dual core Memory 2 GB 2 GB Storage 120 GB 32 GB + cloud Screen resolution 1024x768 1280x768 Movies Yes Yes (internal or streaming) Wiļ¬ 802.11 a/b/g 802.11 a/b/g/n Bluetooth Optional (Extra cost) Yes Camera Optional (Extra cost) 8 MP Weight 8.9 pounds 0.3 pounds Battery life 2.5 hours 7.75 hours Cost $1,100 ($3,000 with options) $ 649 ($249.99 w/ contract)
- 9. 9 āInformation overloadā Alvin Tofļ¬er, āFuture Shockā 1970
- 10. 10 āMan without technology... is not manā Ortega y Gasset
- 11. 11 āMan without technology... is not manā Ortega y Gasset (1939)
- 12. How old is Gen Y?
- 14. 14
- 15. 15
- 16. 16
- 17. 17
- 18. How will you greet tomorrow?
- 20. Become an Internet meme
- 21. 21 Seize the day
- 22. 22 Technology doesnāt matter. Knowledge does.
- 23. And if a little knowledge is a dangerous thing... 23
- 25. 3 key trends 25 ā Own the data, own the customer ā Content + context = conversions ā Itās all e-commerce
- 26. Own the data, own the customer 26
- 27. How much of the worldās aggregate data collected in last 2 years? 27 2011-2012 Pre-2011 10% 90% Source: IBM Research
- 28. 28
- 29. 29
- 30. The cost/beneļ¬t of talking to everyone 30
- 31. The cost/beneļ¬t of talking to everyone 31
- 32. The cost/beneļ¬t of talking to everyone 32
- 33. Partners? 33
- 34. Hotel guests expect stay to be personalized around set of choices made at the time of booking/prior to arrival 34 70% 60% 50% 40% 30% 20% 10% 0% Strongly Agree Agree Disagree Strongly Disagree Respondents Source: Amadeus/Fast Future Hotels 2020 Report (March 2011)
- 35. Next 5-10 years 35 ā 86% agreed that by 2020, personalization will have been embraced wholeheartedly by the sector and that ācustomers will have the ability to choose the size of room, type of bed, amenities, audio-visual facilities, business equipment, etc. on booking and pay accordinglyā Source: Amadeus/Fast Future Hotels 2020 Report (March 2011)
- 36. 36
- 37. Content targeting 37 ā Sojern ā Ektron ā Adobe ā Lots more...
- 38. Content + context = conversions 38
- 40. 40 Sites Visited - All E-commerce 30 22.5 15 7.5 0 2010 2011
- 41. 41 Sites Visited - All E-commerce Sites Visited - Travel 30 22.5 15 7.5 0 2010 2011 Source: Google http://www.thinkwithgoogle.com/insights/featured/ļ¬ve-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro- study/
- 42. Hours spent shopping/booking travel 42 70% 60% 50% 40% 30% 20% 10% 0% 1-2 3-4 5-6 7-8 8+ Leisure Traveler Business Traveler Source: IBM Institute for Business Value Analysis September 2010
- 43. Hereās a question... 43 Why?
- 44. Because... Weāve trained them to
- 45. Am I going to 45 enjoy myself?
- 46. Why should I buy from you?
- 47. 47
- 48. Rich media everywhere 48 ā TourWrist ā Rome2Rio ā VenueSeen (location-targeted reputation management)
- 50. 50
- 51. Itās All E-commerce 51
- 52. Stupid, but useful word for today... 52 āSoLoMoā
- 53. Or... 53 āSoLoMoPhoā
- 55. 45% of searches in 2013 on mobile 55 Mobile searches Desktop searches 100% 75% 50% 65% 55% 25% 45% 35% 0% 2012 2013 Source: Google
- 56. 56 Smartphone Mobile phone 7,000 6,000 5,000 4,000 953 Million 6.1 Billion 3,000 2,000 1,000 0 Total Subscriptions - Q4 2011 Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
- 57. More people own mobile phones than own toothbrushes 57
- 58. 58
- 59. 59 ā 44% of all cell users ā 40% of those 35-44 ā 50% of smartphone users ā 60% of those 18-34
- 60. 60
- 62. Social use in travel 62 ā 2 in 3 travelers inļ¬uenced by travel reviews ā 3 in 10 share their travel experiences ā 35% interact with travel companies on social networks
- 63. Overall mobile use 63 2013 2015 50% 48% 37.5% 36% 28% 25% 20% 12.5% 0% Travel Research Travel Booking Source: eMarketer Digital Travel Outlook - June 2012
- 64. Leisure travelers shop... 64 100% 96% 94% 75% 50% 32% 31% 24% 25% 18% 17% 0% 0% Home Computer Business Computer Mobile Phone Tablet 2010 2012 Source: Google/Ipsos MediaCT - U.S. August 2012
- 65. Business travelers shop... 65 100% 86% 76% 76% 75% 65% 51% 50% 40% 30% 25% 0% 0% Home Computer Business Computer Mobile Phone Tablet 2010 2012 Source: Google/Ipsos MediaCT - U.S. August 2012
- 66. 66 2011 2013 $8 B $7 B $6 B $5 B $4 B $8.0 B $3 B $2 B $2.6 B $1 B $0 B Travel revenues on mobile ($ Billions) Source: PhoCusWright, March 2012
- 67. 67 Roughly 1 billion users
- 68. 68 600 million on mobile
- 69. 69 2.7 billion āLikesā every day
- 70. 70 300 million photos every day
- 71. 71 $$$ ???
- 72. Are we asking the wrong question?
- 74. 74
- 97. Deļ¬ning āmobileā 77 ā Situation vs. device ā 42% of tablet owners use theirs while watching TV
- 98. How additive is mobile? 78
- 99. Percent of worldās wealth online (c. 2000) 79 Online Not online 30% 70% Source: UN Human Development Report, Trends in Global Income Distribution
- 100. What do you do? 80
- 101. āLikableā, shareable content 81 ā Renaissance Hotels measuring worth of content
- 102. Social integration
- 104. Ask for the sale 84
- 105. Questions to get started 85 ā Which distribution channels produce greatest/least proļ¬tability? ā How does your website compare to best-in-class for content, social, local, mobile? ā What do your customers think works? Doesnāt? ā How can you build customer data? Leverage partner data?
- 106. 86 Weāre not talking about the future...
- 107. 87 When you leave here tomorrow, remember...
- 108. 88 Itās today.
- 109. Thank you 89 Web: timpeter.com Phone: +1-201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter